Hennessy, Nas mark 50 years of hip-hop with AI-driven celebration

Hennessy is going all in for hip-hop’s milestone year, collaborating with Nas for a slew of marketing activations that pay tribute to the genre’s impact on society. The cognac has often used its marketing efforts to draw a connection between itself and hip-hop, and the latest move, an expansion of its “Rep Yours” efforts, could help strengthen the ties. 

“Hennessy has been an undeniable mainstay in Hip Hop, intricately woven into the fabric of the genre and its global influence for decades,” said Jasmin Allen, senior vice president of Hennessy U.S.A. in press details. 

At the core of the effort is the HenNASsy limited-edition bottle logo, which serves at the center of the brand’s July 20 celebration. Connected to the celebration is the brand’s AI.bum Covers, allowing fans to use the buzzy tech as a way to express their appreciation for hip-hop. The social-first component could deliver an additional layer of excitement and interactivity to the campaign while also helping the brand build its chops in a landscape that has commanded massive attention by marketers as of late.

Full story at MarketingDive.